Selfridges’ new windows scheme was unveiled last month as part of the store’s centenary celebrations, this time focusing on the future rather than the past – fast-fowarding 100 years exactly. At the same time, Wieden + Kennedy launched a fabulous competition for which a winner has now been selected among hundreds of applications.
W+K created the ‘Future A-Z’, 26 ‘IT’ products for 2109, a special window installation which looks at the life we may lead through the essential objects that may become commodities in the future.
The installation launched officially on Friday 3rd July as part of the store’s wider window scheme, simply called 2109, that launched on the same day. Whereas the main 2109 window scheme looks at more complete lifestyle scenes, the ‘Future A-Z’ focuses on specific products that may revolutionise our current lifestyle and bring it ultimate comfort and pleasure.
The ‘Future A-Z’ also offered a unique opportunity: a competition open to the public to design a product for inclusion in the alphabet.
This is the first time the world-famous Selfridges windows and its team will create and display a concept generated as a result of a public competition. It was the letter X which the general public was invited to pitch for, simply by sending their idea drawn on paper either by postal mail or by applying online. The winning idea is ‘Xtra Hours In The Day Clock’, designed by Brenda Durham - a clock that can bend and stretch time while its user stays within the same 24 hours frame. The clock, which looks like an old-fashioned alarm clock features a 24 hour spiral that represents a full day. Its user need never be pushed for time again – by simply pressing a button, the clock doubles time. An hour of indulgence can last for two, a week off will feel like a fortnight. The clock will take its place in the window as part of the alphabet on Saturday 8th August, the installation will remain for the rest of the month.
Brenda, who has retired to France with her husband and who loves travelling and painting said, ‘It was very stimulating to have something to think about designing outside the usual boundaries. I found that I could just let my imagination wander wherever it wished and it was great fun to do. I’m sure the clock would be a huge success with the buying public and in a hundred years time, who knows?!’
The winning idea was selected by a panel of creative experts and Selfridges, including Dr Frances Corner – Professor of Art and Design Education at the London College of Fashion and Patrick Burgoyne – Editor of Creative Review. Brenda will have her name featured on the window and has won a £500 Selfridges gift card
Tom Seymour, Wieden + Kennedy Creative said, ‘‘The Xtra Hours In The Day Clock was a fantastic edition to the crazy sensibility of Future A-Z 2109. It completed it perfectly. Brenda’s entry was a really nice insight into how in today’s society time is one of the most important commodities. An ideal solution to an everyday problem. Who wouldn’t want Xtra time?”